Stories are powerful because they work naturally with how the human brain retains information and allow the prospective consumer to connect to your brand. You can't be all things to all people, but you can tell a story of how your brand is expansive or enabling to the prospect. The best brand promises connect the consumer's social, professional, material, security, financial, or altruistic values.
No matter what product or service you represent you have to be able to tell a compelling story of the value of your brand identity. Here are some examples of the best brand slogans that connect to the consumer's values, aspirations, and objectives:
Apple: "Think Different"
Geico: “15 minutes or less can save you 15% or more on car insurance.”
Coors Light: “The World’s Most Refreshing Beer”
BMW: “The Ultimate Driving Machine”
H&M: “More fashion choices that are good for people, the planet and your wallet.”
Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
Wegmans: “Consistent low prices.”
Marriott: “Quiet luxury. Crafted experiences. Intuitive service.”
Walmart: “Save money. Live better.”
Subaru: "It's What Makes a Subaru a Subaru"
A great brand promise reflects a deep understanding of the target consumer. The clearer your understanding is of the target consumer, the bolder, and more powerful the statement or story can be. The best brand promises go big, challenge the status quo, and connect with consumers on their deepest emotional, aspirational, or altruistic values.